Diamond Industry Experts: This Is How to Crack Social Media

Stores that want to connect with Generation Z and millennials need to engage on social
media. At Valerie Madison Fine Jewelry, it’s about connection rather than marketing.

STORE: VALERIE MADISON FINE JEWELRY
PINTEREST: 2,600 FOLLOWERS AND 1.1 MILLION MONTHLY VIEWS
INSTAGRAM: 71,000 FOLLOWERS
TIKTOK: 4,684 FOLLOWERS AND 120,000 LIKES ACROSS ITS SHARED VIDEOS

Stores that want to connect with Generation Z and millennials know they need to engage on social
media. But at Seattle-based Valerie Madison Fine Jewelry, associate marketing manager Adriana Ortiz believes it’s about connection rather than marketing.

“Social media overall is most helpful for creating brand awareness and fostering a connection to your brand on a day-to-day basis,” she says. “Once users are familiar with your brand, they are more likely
to purchase during promotions or to turn to your company for a life event.”

Each platform has a different benefit, Ortiz explains. “Pinterest is an excellent social media platform
for jewelry designers to reach a wide audience. For engagement and wedding rings specifically, Pinterest appeals to in-market users who are planning for a big moment in their lives while actively budgeting for
large purchases to go along with those moments.”

Instagram’s large base of active users often incorporates the app into their daily routine, she continues. “However, [Instagram’s] changing algorithm can offer challenges that jewelry designers may not have experienced in the past.”

TikTok is more conversational than some other platforms, notes Ortiz. In fact, its user base is growing more quickly than Instagram’s, she says, citing a report from marketing platform Later. “TikTok can be a more casual and shorter-form platform, whereas your brand may have built up a more curatorial voice on Instagram over the years. TikTok is also not as saturated in certain markets compared to Instagram, and becoming an early adopter of social media platforms gives you an edge.”

But both platforms are about keeping customers engaged, she points out. “[TikTok and Instagram] are similar in that folks love to be a part of something bigger than themselves, whether it’s supporting a Black-Latina-owned business, or having an opportunity to weigh in on Bridgerton characters’ potential rings.”

Ortiz suggests keeping posts upbeat. “We tend to keep language positive, rather than creating any disparaging opinions. Our overarching goal is to make a fine-jewelry space as inclusive and accessible as possible.”

Her top tip is to share stories, rather than stills. “Whether it’s a breathtaking love story and proposal, or a celebratory custom ring to commemorate a career milestone, going behind the scenes resonates well with our customers, as does being informative about our products.

Sharing educational aspects of your business on social media keeps your audience informed and can reach potential customers who are in the researching phase of their buying journey.”

Image: Valerie Madison tapered hoops in 14-karat gold. (Valerie Madison)